Notes: Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements (47% choosing as a top-3) and shares (43%) than they are with views (34%), according to a Mixpo survey of 125 US agency, brand and publisher executives, almost all of whom had run a social advertising campaign. The survey also finds that while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).
About the Data: The results are based on a survey of more than 125 US agency, brand and publisher executives (roughly 9 in 10 of whom are agency executives). Last year, 96% of agency respondents ran a social advertising campaign. Respondents were primarily B2C (61.1%) or equally B2C and B2B focused (24.1%). Almost all respondents find social advertising to be at least somewhat important, including almost half finding it very important.